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How Do Machines Come to Have Female Voices?: Case of the Korean Civic Automated Bus in the 1980s and 90s

JANG Minje1 · SHIN Inho1 · So Yeon Leem2

1 Seoul National University, 2 Sookmyung Women's University

Published: April 2021 · Vol. 43 No. 1 · pp. 109-138

DOI: https://doi.org/10.36092/KJHS.2021.43.1.109

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Abstract

From elevators to subways, buses, and even artificial intelligence voice assistants, machines’ voices that are easily accessible in everyday life are mostly feminized. How did the machine come to have a female voice? This paper traces the process of replacing the labor of female bus attendants with mechanical devices on the bus and shows how the automatic bus announcement was made using the ‘cheerful and gentle voice of a young woman.’ By exploring the historical and social contexts driving the introduction of the civic automated bus in the 1980s, this paper challenges the view that machines came to have a friendly female voice simply because female voices are more audible than male ones. The bus attendants, later replaced by automated buses, were assigned to young women in 1960s and 1970s as they were expected to have certain types of romanticized femininity. For the further understanding of the gendered nature of machines, this paper calls for more historical studies that reveal contexts and interests behind gendered voices of machines.
Keywords: bus attendantcivic automated busfemale voicefemininitygender and technologymisogyny